so it's just -- just an awesome feeling. you didn't like it, eh? i loved it. it's a conflict. i own a company like this. mark, good one. ba-bam! ba-bam! .. mike: wow. i've never seen a sound panel with artwork on it. that's really cool. lemonis: ...a florida acoustics company helps clients control their sound. -this makes the room... -brad: quieter. this will help to kind of keep some liveliness in the space. lemonis: but lately, business has been deadly quiet. alex: we need capital. doors are still going to be open tomorrow, and we still got to figure this out. lemonis: founders struggle to pitch their own product. joe: i haven't heard from a panel perspective why it's better. why is it better? lemonis: cash is so low, they're forced to rely on volunteers. do any of you work here full-time? -alex: no. -lemonis: and do you pay them -when they come? -brad: not right now, no. lemonis: and now, the pressure has reached a screaming tone. dean: did i say, "we don't do lighting"? alex: dean, if you want to raise your voice,

i can raise my voice! dean: go [bleep] yourself. lemonis: if i can't help them pump up the sales volume... get the [bleep] place built. ...overtone acoustics will fall silent forever. my name is marcus lemonis, and i risk my own money to save struggling businesses. we're not going to wake up every morning wondering if we have a job. we're gonna wake up every morning wondering how many jobs we have to do. it's not always pretty. everything's going to change, everything. but i do it to save jobs, and i do it to make money. this... let's go to work. ...is "the profit." ♪ recording studios and home theaters are some of the typical places you would find a product called acoustic panels. they reduce echo. they improve sound quality. and usually, they're very plain looking. brad turpin thought he could do better. so after college in 2011,

he founded overtone acoustics. his mission was to produce high-quality acoustic panels that could double as artwork. brad: so this is going into a house. we'll probably be doing a home theater, but we're also probably gonna be doing a bowling alley. we're doing not only just the side walls, but we're also doing the ceiling. lemonis: with some help from his childhood friend, alex, the company got off to a solid start and soon brought on several full-time employees. hussein: that will show in the fabric. brad: no. i mean, you're going to be double wrapping it, and it's the back of the panel. lemonis: but then a slowdown in sales forced brad to let everyone go. brad: summer just absolutely crushed us, because i had to turn off marketing. we just weren't able to re-catch our balance. lemonis: now he's relying on interns and volunteers, running low on cash, wondering how long he could survive. brad: not exactly what you were looking for? ah, gotcha. okay. lemonis: what i like about overtone is that they make products that are both functional and decorative, and i think a recording studio

is only one of a number of places they can be used, so i'm headed to their office in orlando to learn more. -hi, guys. how are you? -brad: doing well. -lemonis: i'm marcus. -brad: brad. -lemonis: how are you? -nice to meet you. brad: doing well. nice to meet you, as well. -hussein: hi. hussein. -lemonis: hussein? -hussein: yes. nice to meet you. -lemonis: nice to meet you. so this is it right here? this is all of overtone? -brad: this is it. -lemonis: how big is this place? -we're small. -brad: 1,250 square feet. lemonis: okay. so you're doing it simple. -this is an acoustic panel. -brad: yeah, and it's actually a functioning piece of artwork. -lemonis: oh, it's like fabric. -brad: right. that's actually a recycled cotton-denim blend applied to a wooden frame with acoustic foam inside. lemonis: and what does it actually do? does the sound bounce off of it? brad: no. it passes through the canvas and is absorbed by the foam. lemonis: hello? [ laughter ] brad: this is our sound diffuser. -lemonis: this makes the room... -brad: quieter. lemonis: and this makes the room -- brad: this will help to kind of keep -some liveliness in the space. -lemonis: okay.

what i think's cool is how aesthetically pleasing it is. so you do custom stuff, as well. brad: yeah. the printing process is called sublimation. and so, unlike a t-shirt, where it takes an image, and it places it on front of the fabric, this actually replaces the dyes in the fabric, which keeps it acoustically transparent. lemonis: one of brad's best decisions was using the sublimation process in printing. this allows any image to be printed on the fabric. the fabric remains porous, allowing the sound to still be diffused. you've now taken a functional product, and you've made it an artistic piece. what type of people do you sell to? brad: the audiophile, home theater, recording studio, but it's not -- lemonis: that sounds like individual use. brad: right. lemonis: what about commercial use? brad: commercial use, no. lemonis: brad doesn't realize that this artistic piece could now be used in any type of business -- restaurants, hotels, bars, office spaces, because now you've taken a really plain-looking product

and turned it into a functional art piece. and where do you make everything? brad: in the shop side. lemonis: can you show me that? -brad: absolutely. -lemonis: okay. -how you doing? -alex: how you doing? alex. -nice to meet you, marcus. -lemonis: nice to meet you. brad: we've known each other since high school. lemonis: you guys are childhood friends. and what is your role in the business? alex: at times, i collaborate with brad. we talk about different sales strategies, different marketing strategies, or i'll try to come here and manage. -lemonis: are you full-time? -alex: not here. i'm in the military. so i have, like -- lemonis: thank you for your service. alex: i'm in the reserves now. so, you know, i get mobilized, and i go active duty for a stint. also help pay the bills, you know, while we build this here, so... lemonis: that's interesting you say, "while we build this." who has equity in the company, besides you? brad: i'm 100%. lemonis: but do you see what he's saying? -"while we build this." -brad: right. yeah, definitely. lemonis: you don't find that very often. brad: i mean, it's, you know -- it's, you know -- lemonis: how much did you put in the business? -alex: like 5 grand. -lemonis: that's a lot, -by the way. -alex: i'm my brother's keeper. so when i'm slacking, i hope you pick me up,

and you gonna get the same love. brad: yeah. i mean, without them, i probably wouldn't be here today, so... lemonis: can you show me the warehouse? brad: sure. lemonis: okay. brad: so, it's definitely humble. lemonis: is there any ventilation in here? -brad: it gets hot. no. -lemonis: no ventilation. what about all this stuff flying through the air? it's not exactly a super safe working environment. brad: i would agree. lemonis: can't store the raw goods. you can't buy them the right way to get the margins right. -brad: i can't have a good flow. -lemonis: not in this space. i don't know how these guys are actually operating what they call a manufacturing facility in just over 1,000 square feet. there's not even enough room for machinery, raw materials, an assembly line, a finished-goods area, a shipping and receiving department. i mean, we're in a shoe box. it's virtually a garage.

-how you doing, sir? i'm marcus. -joel: joel. -lemonis: joel, how are you? -joel: how's it going? man: this is my younger brother. lemonis: oh, you're his brother? -joel: mm-hmm. -lemonis: okay. are you full-time? joel: i live down in port st. lucie, so i drive up here to help out. lemonis: do any of you work here full-time? -alex: no. -lemonis: and do you pay them when they come? brad: not right now, no. i had three full-time employees. you know, our first 2 quarters of the year were pretty solid. summer hit us. we had a really bad summer in sales. and then, like, you know, we had guys here for 40 hours a week and only 20 hours worth of work to do. lemonis: i understand that, in the moment, it made sense for brad to let everybody go. there was no money. but you can't run a business with volunteers because the predictability of their schedule doesn't really line up with your requirement to deliver to the customer. what does this panel cost to make? break it down for me in pieces. what does the back panel of wood cost? brad: maybe $1.50. lemonis: how much are the interior guts? brad: you're looking at maybe $2. lemonis: how about the frame itself? brad: probably another $1.50. lemonis: how about the fabric? brad: $5 per yard, half a yard, $2.50. lemonis: and how much time does it take

to make this for one person? brad: it should be like 15 minutes max. lemonis: and if you paid $12 an hour, that's 3 bucks. $10.50 to make this. what do you sell it for? brad: $55 on that. -lemonis: so sick margins. -brad: yeah. lemonis: what is special about this panel? sell it to me. i'm here to buy it. brad: i mean, it's... nothing too special. lemonis: but why buy yours and not somebody else's? i mean, other people make this. why not buy theirs? -brad: the brand, the story. -lemonis: what's the brand? brad: i mean, quality, aesthetics. lemonis: what makes yours different in quality -than your competitor? -brad: performance. it out-performs studio foam. -lemonis: how do you know? -brad: nrc testing. lemonis: what does nrc even mean? brad: absorption rating, yeah. i mean, in not sure nrc exactly. lemonis: alex, please kill me now. [ laughter ] anybody who decides that they want to get in business has to accept the fact that they're a salesman. you have to be able to sell your company, yourself, your product, your service. it's obvious to me that brad has a unique product.

but he can't sell it. and if he can't sell it, what the heck am i investing in? this is the reason you're not selling, because i think it's uncomfortable for you. can i spend a minute with alex, if that's okay, guys? brad: yeah. lemonis: what does this mean to you? what do you want out of this? what do you hope for? alex: my dream is to work here. regardless if you decide to come in and, you know, partner with us or not, the doors are still going to be open tomorrow. and we still got to figure this out. i'm in the reserves because we need capital. when i'm not on orders, i sleep at a friend's house. -lemonis: here in orlando. -alex: no, jacksonville. -i drive here every day. -lemonis: two hours? -alex: mm-hmm. -lemonis: and you're only doing all of that to get a check to send back here to put money in a company that you do not own. alex: i'm in too deep, mark. like, i can't go back now. lemonis: thanks for talking to me. alex: you're welcome. lemonis: i appreciate it. there is no question that alex brings a level of commitment that is rare. it's hard to find. he makes financial sacrifices, time sacrifices,

investing in a company that he essentially has zero financial stake in. how long have you worked with brad? joel: i mean, i've been around since he started in the garage. -lemonis: oh, you have? -joel: i've seen him go from, you know, nice apartment to eating ramen noodles, sleeping couch to couch, you know, just to keep this business afloat. lemonis: yeah. hey, brad, -where are you living? -brad: here and there. lemonis: what do they call that, couch surfing? -joel: yeah. -brad: you know, i crash here -sometimes, like -- -lemonis: here? -brad: yeah, if needed. -lemonis: i mean, you sound like you're putting every single thing -- brad: all-in. lemonis: you're all-in. brad: like, i'll do whatever it takes to keep the doors open, you know? lemonis: there's no lack of effort here, right? can you grab your financials? just want to see that together. okay. 2012 is the first year of revenue. brad: right. lemonis: $80,000. 2013? brad: roughly $160,000. lemonis: 2014? brad: roughly $180,000. last year was $280,000. and then this year, we'll do roughly $300,000. i think that the big thing to take away in the numbers

is the growth. lemonis: holy [bleep] did you just sell me? that was actually -- that -- that was the first sales pitch i had all day. margins are great, over 70%. and the net profit's going to be 32,000 bucks. brad: yeah. lemonis: and how much cash is in the bank right now? brad: $7,000, and then we have another $5,900 coming. lemonis: receivable? brad: right. lemonis: what are your total payables? brad: probably about $30,000 in liabilities right now. lemonis: and anybody else you owe money in? brad: no. -lemonis: alex? -brad: no. alex -- when we first started out, he was helping to buy table saws and stuff during the garage days. lemonis: did you give him money back or no? brad: no. i mean, he hasn't been recouped for that. lemonis: so you owe him something. -brad: sure, absolutely. -lemonis: and how much money have you put in the business since the beginning? -do you know? -brad: i don't know. i mean, tens of thousands of dollars. lemonis: how much have you taken in paychecks? brad: i was getting paid $500 a week for a pretty short period of time. and then i haven't been paid in 6 months. lemonis: yeah. when you sell everything you own to put it in the business,

to try to make one idea work, i give you a lot of credit. i have a lot of admiration for you. -it's emotional, isn't it? -brad: yeah. i just don't like to show it, i guess. i pride myself on having the strength and willpower to keep something going that most people would have already folded on. you know, this has been, you know, the last 5 years of my life. everything i've really done through my life -has led up to this. -lemonis: yeah. it's easy to go into any company, especially a smaller one, and find a ton of problems. but what you rarely find in a company like this is the level of commitment. it tells me a lot about the people. and as far as the product, i know there's potential. all right. i appreciate it. we'll be in touch, okay? all right. thank you, buddy. brad: enjoy the rest of your day. lemonis: thank you. ♪ [ thunder rumbling ] -how you doing? marcus lemonis. -brad: how you doing, buddy? lemonis: how are you? good to see you. alex: good to see you, also. -well? -brad: well --

lemonis: this place could definitely use -some overtone, for sure. -brad: yeah. lemonis: i wanted to get together with you to talk to you about what i was thinking about the business. and, you know, part of the reason, alex, that i wanted you here tonight is that i don't think the business can function without you. the two of you have sacrificed everything. alex: it's hard. i'm not scared to admit it. yeah, i wake up thinking about security. you know, i know i should have a place to lay my head. -it's embarrassing. -lemonis: no. it shouldn't be embarrassing, because the reason that it exists is because of the sacrifice you've made to be an entrepreneur. i would say it's the opposite of embarrassing. i would say i'm impressed. and that's why i'm sitting here today. now, let's talk about business. you have a good idea. there's a need for the product. this business could use it. so i know it fills a void. and the people around you are loyal. so i'm willing to make an investment in the business. i'm willing to put up $200,000.

that'll go towards providing a wage of each of you making $1,000 a week, a reasonable amount of working capital to ensure that raw materials can exist and inventory can be made. and i'll give you all the resources you would possibly need. but it's a big risk for me. so i'd like to own 50%. and i want the two of you to share 50%. brad: so each of us would have 25%. lemonis: it's not for me to decide. you guys work it out between the two of you. brad: to give up more than 50%, because really that's what you're asking me to do right now, that's a tough pill to swallow. lemonis: but you're asking me to throw a hail mary. and if i throw it, i'm only going to get 10 yards out of it. and i'm not willing to do that. i won't do a deal unless i have 50%. if your business is in trouble and you need my help, log on to...

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finally, gig for your neighborhood too. that's a tough pill to swallow. and i think that what i bring to the table, in terms of this brand, is pretty substantial. lemonis: i won't do a deal unless i have 50%. ♪ do you think you should have more equity than alex? what i want to know is what the two of you are going to share with the other 50%. ♪

brad: you tell me what you think is fair, -and i'll rock with that. -alex: to be honest with you, i won't be a part of overtone as just an employee and not a partner, and i told you that. i'm not coming in saying we should be 25%/25%. but i know my work ethic. i'm willing to go 40%/10%. lemonis: you're giving him 40% up front? and you're taking 10%, and you're saying -you're going to work. -alex: watch me work. don't forget about the people who built the house with you. deal? a'ight. -let's do it. -brad: deal? lemonis: i have to respect the deal that the two of you made, 'cause it's none of my business, but i don't agree with it. alex: [ laughs ] lemonis: i need you to have more skin in the game. i'm going to lower my number to 40%, and you're going to start with 20%. okay? do we have a deal? brad: i got a deal. lemonis: okay. we have a deal? alex: thank you. brad: thank you, sir. i'm ready to go to work. -alex: i'm ready to get to work. -brad: yeah. alex: so much --

man. this is what i always wanted, you know? -i'm happy. -lemonis: as hard as you work, i'll be there with you, okay? alex: thanks, man. have a good one. brad: thank you. ♪ lemonis: i got the sense from brad when we were in orlando that he really struggled with his sales process. so i wanted to take him and alex to namm, the country's largest music convention, and see how they do at a live event. ♪ it just so happens that a company i invested in years ago, sjc drums, is presenting at namm this year. mike: what's going on? lemonis: let me introduce you to these guys. this is brad. -mike: nice to meet you, dude. -lemonis: this is alex. i told brad and alex to pack up some of their products, bring out some samples,

and sjc would make room for them. alex: grab the easels, set them up. i'm grabbing a panel. -mike: is this the product? -alex: yeah. -that's one of our panels. -mike: wow. i've never seen a sound panel in a studio with artwork on it. that's really cool. lemonis: they could put any image on it. -mike: that's insane. -lemonis: anything. mike: that's crazy. lemonis: when people go to a trade show, it's important to give them a very concise message about who you are and what you do and why you do it. and when you look at their stand-up poster, you don't really know anything about them. i don't see any story here. i would think that you were selling equalizer. brad: a console? lemonis: then i see it again here. -then i see it again here. -brad: right. lemonis: do you have brochures? brad: um, let me grab that. lemonis: "thank you for your purchase." brad: well, yeah. this is what we'd include with a purchase. lemonis: but where is the pamphlet that tells people, "you should consider this for your home or your business"?

brad: we don't have that right now. lemonis: it's not unreasonable that i expected them to have something to hand to people that gives them the ability to buy something and call them back. i'm going to let you guys sell. and i want to see how that process works, okay? brad: all right, cool. alex: how you doing, sir? i'm doing good, chris. alex, alex. nice to meet you. we can put any image that you like on it, you know? let's talk about man caves, right? what's your favorite football team? -yeah, chicago, right? -chris: no, no, no, no. [ laughter ] lemonis: there are some real issues here. alex wants to tell a story. alex: man cave all day, right? you sitting there, watching chicago running. lemonis: but candidly needs a lot of focus. alex: you send us your dimensions. you call in. we speak to everybody. everything is custom. lemonis: and you have brad, who's preparing for his nap. how you doing? i need people like you to give me feedback. what did you ask when you walked up? chris: what it was, what the product was, what does it do. pictures kind of say, "i'm selling speakers and equalizers."

lemonis: thank you, buddy. we'll see you soon. -chris: yeah, definitely. -lemonis: good luck. i want your honest answer. do you think that you're properly prepared to sell? alex: uh, no. brad: you're definitely pointing out that we need to have a tighter pitch. lemonis: yeah. it's evident. we really are at ground zero. we have to start over. ♪ i'm back in orlando this week, because i want to get to work with the guys on coming up with some new sales strategies and developing some new products. how are you? i'm marcus. -joshua: joshua. -lemonis: nice to meet you. but i walk in, and i see a half a dozen people that i've never seen before. and they're building panels. how are you? -taylor: hi. i'm taylor. -lemonis: i'm marcus. -nice to meet you. -arianne: arianne. lemonis: hi. when did you guys all start? i didn't meet you last time. taylor: this is our second day. lemonis: okay. where did you come from? taylor: the university. this is basically an internship. lemonis: oh, this is an internship. so you guys are not getting paid.

-taylor: no. -lemonis: like volunteer work. taylor: yes. lemonis: that's really nice of you guys. all right. well, nice meeting you guys. taylor: nice to meet you, too. -lemonis: well, hey, guys. -alex: hello. lemonis: quick question. where did all these people come from? alex: volunteers. lemonis: so are we running a nonprofit now? alex: no, we just got to get our orders out. lemonis: what orders are they doing? alex: they're working on a order for google right now. lemonis: when was it supposed to be done by? brad: we initially gave them an 8 to 10 weeks, but it's probably been about 12 weeks. lemonis: so you're late already. brad: yeah. we're a little bit late right now. lemonis: i'm just going to be honest with you. they're not skilled laborers. what assurance do i have that it's gonna be done right, it's going to be consistent? alex: if it's a bad product, we don't send it out. -simple as that. -lemonis: let's go in the shop and just sort of take a look at it, okay? so this is a finished product? brad: this would be a finished product, correct. lemonis: really? i mean, it's totally uneven. -brad: right. -lemonis: i mean, look at it. -brad: yeah. -lemonis: there's gaps here. i got different tones and different seams.

brad: well, some of that stuff actually plays into a unique quality for it. lemonis: i knew their process was a mess, but the idea of having college kids without a lick of training turning out product, well, we know what that's gonna look like -- inferior product. i'm not putting my name on that. it's 12 weeks since google gave you the order, and we're still sitting here with interns with no training making a product that's going to a fortune 5 company. joe: what you do, we can do. i haven't heard, from a panel perspective, other than it will look snazzier, why it's better. why is it better?

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but with my back pain i couldn't sleep or get up in time. then i found aleve pm. the only one to combine a sleep aid plus the 12 hour pain relieving strength of aleve. and now. i'm back! aleve pm for a better am. and we're still sitting here with interns with no training making a product that's going to a fortune 5 company. why don't the three of us just go chat in that back room?

i don't know if the current arrangement is the right deal for me. i want to take this thing from zero to 60 today, and i just don't see the infrastructure for it. but i have a 75,000-square-foot manufacturing facility in pennsylvania. it's got skilled labor, printers, and every machine that you could think of exists there. what if you guys moved to pennsylvania? alex: [ chuckles ] uh... lemonis: i own a custom design business called precise graphix. they have everything that one could possibly need. it's going to actually give this business a shot to succeed. brad: you dropped a bomb on us. alex: he like, "pennsylvania." oh. brad: i'd be in. i'm all-in already as it is. why would i not see this through? -lemonis: alex? -alex: i'm good. [ laughs ] i don't mind moving. lemonis: where are you sleeping these days? -alex: a friend. -lemonis: how about you? brad: same thing, with friends or here. lemonis: here, as in the building? -brad: yeah. -lemonis: fresh start. -brad: fresh start. -lemonis: so get packed up,

and i'll see you guys in a week... brad: all right. lemonis: ...in pennsylvania. brad: thanks, marcus. ♪ lemonis: hi, brad. brad: marcus, we are about a mile away -from precise right now. -lemonis: are you excited? brad: i'm definitely excited. it's a little bit chilly here. lemonis: how long have you been driving? brad: about 17 or 18 hours. lemonis: all right. we'll get you some water, and then we'll get to work. brad: sounds good. lemonis: when i met keith and dean back in 2015, the company was a far cry from where it is today. like overtone, their process was a mess, their facility was inadequate, and their sales were slipping. but now they've gone from $2 million back then to $15 million a year today. this new facility is a $9-million, well-oiled machine. and more importantly, there's plenty of room for overtone. i wanted them to have resources. i wanted them to have a design department, a manufacturing department. i really see, dean, you working a little bit more with them than anybody,

because you bring so much creativity to the table. dean: right. lemonis: so let's get a group together and get outside. woman: here they are. yay. [ cheers and applause ] [ laughter ] -hi. -lemonis: hey! how are you? -brad: doing good. -lemonis: how you doing, my man? you didn't expect to see all this, huh? -dean: dean. -alex: dean. how you doing? dean: welcome to precise. how are you guys? lemonis: what do you think, guys? alex: [ laughs ] holy shoot, man! lemonis: this is one small part of it. alex: wow. keith: these are our roll-to-roll printers. we can print the fabrics that you guys are putting onto your panels. lemonis: so this will be your area. we want to brand it overtone. you're not employees here. you have your own company. you're just using space here until you get on your feet and you can grow on your own. alex: i'm just ready to get to work. [ laughter ]

lemonis: i like that. when i met you guys in orlando, and you told me that you were sleeping on couches, the next step was to not sleep on a couch. it was important for me that you guys have a place to call home. today, i'm handing the guys the keys to their new living quarters. i rented them a townhouse. i don't want them living on somebody's couch. brad: living room set up. alex: damn. this the master? -brad: yeah. -alex: ooh! lemonis: i wouldn't normally find new business partners a place to stay. but having their home life be stable will help them keep their eye on the prize. -brad: thank you. -alex: dang, man. i don't want to get all emotional and hug you. but, man, thanks. oh, man. lemonis: we're going to spend the next few days getting the offices set up, learning the ropes, and building out the jobs they already have, like the google order they couldn't fulfill.

i want them to respect the process out here. keith: right. brad: this is our classic diffuser. but it's now made here. -lemonis: how long did it take? -brad: it took one hour. lemonis: this would have taken you two days. brad: oh, yeah. more -- yeah. lemonis: one of the most important things that i wanted to accomplish in moving overtone to precise is expanding their manufacturing capacity. while the business isn't there yet, you have to get bolstered for it. back in orlando, a group of 50 panels would take 50 man-hours to produce, basically a little bit more than a week. here at precise, with the machinery and the skilled labor, those same 50 panels will only take two hours to produce. and for me, that means increased capacity, reduced labor cost, and the ability to sell much more. -how you doing, buddy? -joe: marcus, great to see you. lemonis: how are you? we finally got a process in place. but as salesmen, brad and alex need some serious practice.

so i've arranged a meeting with the ceo of music garage, a rehearsal space and a music store in chicago. it's up to them to convince him that he could use their product. joe: this is our acoustic kit room. alex: okay. wow. joe: we have several studios above it. so if you're here, you're hearing other things, which is why we want to talk to you guys today. but one of the things i have to tell you is everything you see here, all the fixtures, including all the panels, we actually fabricate ourselves. brad: i mean, i think that we could really maybe bring something to life with imaging. -any ideas that you guys have -- -joe: so is your positioning more a matter of aesthetics or acoustics? brad: um, both. joe: okay. help me understand better. brad: so, we're able to put any custom image on the panel, and it still be functional. joe: so, are those junk compared to what you guys have? i mean, is this -- -brad: i think what -- -joe: is this "d" league, -and you're the "a" league? -alex: i wouldn't call it junk. but, i mean, i wouldn't call it junk. joe: i haven't heard, from a panel perspective, other than it will look snazzier, why it's better.

why is it better? lemonis: dean, do you want to raise your voice?! 'cause if you want to raise your voice, i can raise my voice! dean: go [bleep] yourself. joe: i haven't heard, from a panel perspective, having mplaque psoriasise is not always easy. it's a long-distance run. and you have the determination to keep going. humira has a proven track record of being prescribed for nearly 10 years. humira works inside the body to target and help block a specific source of inflammation that contributes to symptoms. in clinical trials, most adults taking humira were clear or almost clear and many saw 75% and even 90% clearance in just four months. humira can lower your ability to fight infections, including tuberculosis. serious, sometimes fatal, infections and cancers, including lymphoma have happened as have blood, liver, and nervous system problems, serious allergic reactions, and new or worsening heart failure. before treatment, get tested for tb. tell your doctor if you've been to areas where certain fungal infections are common, and if you've had tb,

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it's home insurance made easy. other than it will look snazzier, why it's better. why is it better? brad: from a performance standpoint, we're right up there with the rest of the industry. joe: you're right up there with the rest of the industry, or you're above the rest of the industry? brad: we're as good as the rest of the industry.

joe: am i getting the same as everything else, but just a little bit prettier? brad: an absorber is an absorber. you're looking for 0.95 to 1.0 nrc rating. you're looking for full absorption. you want a product that's going to perform. we're going to provide you with a high-quality product that's handmade in the united states. in addition to that, we're going to help tailor that design and customize it to any shape, fabric, high-resolution digital print. we're going to help bring that product that only performed now to life to create an experience and environment for your customers that they're going to want to talk about. joe: it's particularly interesting to us because we've experimented that. we've not been thrilled with the results. i think that might be an opportunity we can take a look at. lemonis: i got to be honest. i'm impressed. with as hard as joe was with his questions, they were articulate. but more importantly, they were confident. joe: moving forward, i really see creating this room as a showcase for your product. alex: thank you so much. brad: joe, thanks for having us. joe: brad, thank you so much for your time. alex: i look forward to working with you. lemonis: i'm feeling like their ability to sell is heading in the right direction, giving me more confidence

that they may be able to be okay if i put them in front of a big customer. i was nervous, quite frankly, before here that it wouldn't work. but i'm feeling good about it. ♪ so i have gotten you an opportunity to pitch for a worldwide contract for hard rock... brad: okay. lemonis: ...which includes their restaurants, -their hotels, their casinos. -brad: wow. lemonis: but in order for them to even be willing -to move forward... -alex: right. lemonis: ...they want to see ideas. 'cause their comments to me were, "we don't need a bunch of squares." so by the end of the day, you're going to show me one unique option. but we're ultimately going to do a giant presentation. -alex: okay. -lemonis: all right. -thanks, guys. -brad: cool. thanks, marcus. lemonis: what i want these guys to do is to take the typical acoustic panel and come up with different ideas, different shapes, different colors, different sizes. essentially, you know what i want them to do? think outside the box. alex: so first, let's just start with our basic instruments.

i think you should maybe do a basic guitar acoustic panel. brad: maybe a panel that has an image, but maybe we then introduce some actual real, you know, strings. alex: okay. that's cool. i like that! see? now we talking. brad: yeah. let's go. essentially, what we're able to do with an acoustic panel is we can print an image of a guitar with some sort of backdrop, whatever matches their interior design, and then we actually tie in guitar components. lemonis: so it's a square? brad: well, it's more than a square. it's like a shadowbox. lemonis: what i don't like is that you're just putting it on a rectangle. -alex: right, right. okay. -lemonis: come on. i know you're better than this. so let's -- no more squares. can you get me a silhouette that we could cut out? doesn't have to be this exact one. but i want it to feel like this. -dean: right, right. -lemonis: giant. dean: right. -brad: how giant? -lemonis: well, i mean, i want to be blown away. dean: okay. lemonis: like, can we do it now? dean: i'll get the crew together. yeah.

♪ lemonis: you guys starting to get the idea -of what i'm looking for? -brad: yeah. lemonis: sick. let's walk it down to the end. we'll leave it like this. -look at that. -brad: that's a big guitar. lemonis: what do you think? -alex: that's beautiful. -brad: i mean, to see it come to life, i mean, i wish i would have thought of how to do that originally. it's pretty badass. lemonis: we need 11 more of these kinds of goods ideas -before we go there. -brad: okay. -alex: we can do it. -lemonis: okay? good job today. alex: good job, fellas. dean: all right. he's pulling your sheets. brad: okay. dean: randy is writing your programs. jess should have her image. should be routing in, i would say, 10 minutes. alex: and i want to put led lights inside of here. dean: it doesn't say anything in there on lighting. alex: i want the hard rock to show through the fabric,

'cause i want it to illuminate. dean: bottom line, we don't do lighting. alex: just do what you got to do. we'll fill it. how about that? bro, whatever you say goes. lemonis: it's been a week since i've seen brad and alex. and i wanted to head back to precise to see how they're coming along with the product development. so what i want to see is the things for the hard rock pitch. brad: so, this is one here. lemonis: so this is the giant image? -brad: yep. -lemonis: and then you add -these little cubes to it? -brad: correct. -lemonis: okay. -brad: so this is basically made from the hdu carving material, so... lemonis: i think it's visually great. let me see the other nine things. brad: okay. so, this is an acoustic panel backing here. lemonis: and when is this going to be ready? brad: tomorrow morning, we'll have this back. lemonis: so this is number four. brad: okay. so, that one -- what this is is a curved pendant. it's not yet -- alex: yeah. it's still back there. -they still painting it. -lemonis: where is this? brad: so, this one, we had a bit of an issue. -but we can show you -- -lemonis: what about this one? -where's this one at? -brad: so this one's also -waiting to come back. -lemonis: i like the fact that you guys have done the work. and i like the creativity.

i don't like the fact that it's not done. alex: there was a miscommunication as far as james and dean's interaction. lemonis: hey, dean. come here for a second. -is this news to you? -dean: no. the issue we had was with the lighting. james: we spent $1,400 ordering leds. dean: i told you guys from the beginning, "do not put lighting in. this is not a light shop." you guys insisted on putting a product in that i told you we do not do here. alex: y'all need to figure that [bleep] out, 'cause we got a job we trying to get done. and i'm trying to get this contract so we can make some money. dean: whoa, whoa. back up. back up. did i say, "we don't do lighting,"? alex: dean, do you want to raise your voice?! 'cause if you want to raise your voice, i can raise my voice, okay?! 'cause i can get loud, too, buddy. lemonis: dean, dean, dean. dean: i don't need thisu -alex: you're right! -lemonis: dean, dean. -dean: [bleep] you. -lemonis: dean. -dean: [bleep] you. ♪ where is brad and alex? james: they left to go to the bank. lemonis: everybody here working is working for those two guys.

and they're not here. i mean, this thing's supposed to be in 45 minutes. alex: dean, do you want to raise your voice?! latches onto youry finger so hard, it's like she's saying i love you. that's why aveeno's oat formula is designed for your baby's sensitive skin. aveeno®. naturally beautiful babies.

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alex: but if you gon' dish it out, you got to take it. you know how it is. lemonis: i need you to go apologize to him, all you guys. you need to go apologize to him. i have a good relationship with dean. and he went out of his way to help these guys succeed. and for them to disrespect him was unacceptable to me. alex: i just want to dive in, dean. i apologize about that situation that just happened. lemonis: dean, this is your building. you're my partner. that will never happen again. alex: it's like a big brother to us, man. he took us under his wing, took us out to eat. it's just we passionate. and at the end of the day, i want to thank y'all, because my life is riding on this. lemonis: we get it. we get it. -but so is ours. -alex: yeah, so... lemonis: okay. all right. let's get back to work. ♪ alex: can you put an image on a diffuser? brad: i mean, the color, we could definitely stain. -alex: that's dope. -lemonis: there are just five days to go before the hard rock pitch. and brad and alex, they're racing to get everything done. brad: what you want to kind of test is actually the way the sound's interacting with the room.

lemonis: in order for me to be comfortable with taking these guys to my relationship at hard rock, i want to make sure that every product we take is tested before it goes. first, i wanted to test the sound without the acoustic panels. it was in the 90s. brad: well, anything over 90 for any extended period of time is damaging to your ear. lemonis: then we filled the space with some of the products we made specifically for hard rock. [ music playing ] where should it be? brad: a 5- to 10-decibel reduction. lemonis: so it should come down to like 85? alex: that [bleep] turp. [ laughs ] ♪ lemonis: today's the day that brad and alex are going to present their products to hard rock. everything for this company rests on this presentation. where is brad and alex? james: they left to go to the bank. lemonis: go to the bank for what? james: to get the money to pay people.

lemonis: so they left you to solve everything. -james: yes, sir. -lemonis: everybody here working is working for those two guys. and they're not here. i mean, this thing's supposed to be in 45 minutes. nothing's done. none of the stuff is actually built. i feel like i'm going to be totally embarrassed. james: putting the "t" wall together right now. it'll probably take about 45 minutes to get everything put together. i didn't know -- lemonis: where are they? i really want to know where they are. does anybody know where these guys are? 'cause i can't imagine it takes an hour to change, unless they're getting dressed for their funeral. where you guys been? brad: we had to go get haircuts. lemonis: you had to go get a [bleep] haircut? brad: you needed us to be presentable. -lemonis: so you had no time... -brad: i had no time. lemonis: ...friday, saturday, sunday to get a hair cut? supercuts, hair salon, there's no place

other than coming to orlando the moment of the presentation to get a haircut? get the goddamn place built. for exclusives, extras, visit theprofit.cnbc.com.

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i put everything into my business. and i had all these points from my chase ink card. so i bought ingredients,

utensils, even made custom donut cutters. wow! all with points. that's how i created the ripple: the doughnut in a doughnut in a doughnut. suddenly it's everywhere. i mean, it really took off. what will you create with your points? learn more about the ink business preferred card. what will you create with your points? james: it's finna get done. it's gonna get done. we finna make it happen. like, it is what it is. it's just, we got to do what we got to do. lemonis: all right. let's get going. ♪ got 25 minutes. alex: game time, fellas. let's go.

lemonis: got 15 minutes. that's it. so, we're going to meet with joe emanuele, the senior vice president of design, construction. all the projects that happen across the world go through him. by some small miracle, everything actually got put together. okay. everybody in their place, please. unfortunately, we're about 45 minutes late. i'm nervous. thank you very much, by the way, for your patience. -joe: you're welcome. -lemonis: i apologize. okay. want to introduce you to joe emanuele. -joe: how are you? -brad: i'm doing well, joe. -joe: welcome to hard rock. -alex: how you doing? alexander murrell. nice to meet you. brad: thanks so much for having us. it's been awesome being able to really see our products come to life in your facility. joe: who helped you with the artistic imaging of this? do you have people on staff? brad: yeah. we have a full design team -that's awesome. -alex: and they're good. brad: yeah. they're really great. joe: how many people are in your staff? alex: we have a total of 80 employees. joe: excellent. so, these are all made in your shop? -alex: yes, sir. -brad: yes. everything's made

in our facility in allentown, pennsylvania. joe: so it's all american-made. brad: i mean, they really do a fantastic job. definitely high-quality. lemonis: you guys want to start from the front door? brad: what you'll notice is that every piece that we have displayed, not only we tried to fuse it with some artistic elements but also make it functional, so these art pieces that you see on the wall here, this piece was designed as a back-lit curved pendant panel. we can customize this not just to be the hard rock logo but any silhouette of an iconic artist or musician. joe: oh, i think it's interesting, you know, 'cause it's actually a feature instead of just an acoustic panel. brad: you'll actually see some pretty cool products that we have back here. here is our three-dimensional artistic diffuser. it's been custom routed out to create this rolling keyboard. joe: mm-hmm. brad: the multi-depth surfaces that you see here, again, breaking up a flat surface to kind of break up sound energy. joe: it's very creative. alex: this is one of my favorite concepts we came up here, 'cause it's a diffuser and a panel all in one. -joe: oh, wow. -lemonis: joe, one of the things

that attracted me to this company is they can actually print this image on here. joe: excellent. brad: so, here is our polygonal diffuser. we want to kind of create an abstract, artistic element to it. joe: excellent. this is one of my favorites so far. alex: you'll see here, with this shadowbox, led lighting. brad: to have this above a bar or a tabletop, it's going to allow it to break up any harsh reflections. joe: it looks excellent. lemonis: i couldn't have asked for a better presentation. i was even shocked. joe: in new york, there'll be a 450-room hotel. down below, we're going to have a cabaret. so we also got to understand, we have rooms above. so i offer you to come down and acoustic-treat this space so that we don't have the sound that's going to interfere with guests. brad: awesome. well, we would definitely -love to do business with you. -joe: exciting work. congratulations, gentlemen. lemonis: thank you for the opportunity. joe: thank you. lemonis: i'm going to tell you something right now. that was the best sales presentation

that i have ever been a part of. two kids from orlando proved they can make a presentation to the biggest music empire and knock the cover off the ball. brad has shown a commitment and a development of new products and new ideas. but most importantly, i've seen his confidence really grow. i will leave you guys here today feeling like i made the right decision in investing in the two of you. alex, on the other hand, has truly proved that he's worth his weight in gold. as far as i'm concerned, he's more than earned his equity. good luck. i'll see you soon, okay? -brad: all right. -lemonis: for a business that did a little over $300,000 last year, it's my expectation that they do well over a million this year. as far as i'm concerned, overtone has a very bright future. alex: oh, man. this should be good.

>> okay, leeza. we're ready for you on set. >> thanks, guys. >> i'm walking to set with our ladies. >> we're gonna do a last, final mike check. >> of course. all right. have a good show, everybody. >> female announcer: the following is a paid presentation for dr. denese skinscience. >> male announcer: and now the exclusive premiere of "winning the wrinkle war," examining how powerful age-renewing and youth-building ingredients can actually deliver incredible results like these in just 14 days. >> female announcer: and transform your skin like this in only 60 days. >> male announcer: but first, let's join reporter and emmy award-winner leeza gibbons. [ cheers and applause ] >> hi, ladies.